David Rubinger: His Path to Publisher (See full show transcript below)
Join Michael Flock of FLOCK Specialty Finance as he interviews David Rubinger, Market President and Publisher of the Atlanta Business Chronicle, the leading commercial journal in Atlanta, GA and one of the most successful in the United States.
David is an award-winning journalist and corporate communications executive who returned to his roots at Atlanta Business Chronicle in 2015 to become its Market President and Publisher. He began his career in Atlanta as a reporter with the Atlanta Business Chronicle in 1989. He later served as managing editor and editor until joining the PR firm Ketchum in 1999. After Ketchum, David led global communications for Equifax, Inc. and later ran Rubinger, Inc., his own marketing firm based in Atlanta that ran media communications for RMA, Receivables Management Association for the credit and collections industry.
David earned a Bachelor of Arts in Political Science degree from Trinity College in Hartford, CT. He serves on the boards of the Metro Atlanta Chamber, Atlanta Convention Center and Visitors Bureau, Junior Achievement of Georgia, Emory University Board of Visitors and Emory’s Center for Ethics.
David is a native of New York City, and currently, he and his wife reside in Atlanta, GA.
Here is a glimpse of what David shared in the interview:
“My autobiography would talk about family and the ability to connect with people in the business community and broader communities and how those relationships and being surrounded by really smart, interesting people helped move me along in my career.”
“I feel like I am constantly getting an education from all the interesting people I get to run across.”
“Life is too precious. Really stay focused on what’s important in your life and keep driving in that direction and don’t take any of it for granted.”
“Learning to control what you can control. Stay focused on short-term objectives.”
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Full Show Transcript:
David Rubinger, Publisher of the Atlanta Business Chronicle on Capital Club Radio
Opening: [00:00:00] Broadcasting live from the Pro Business Channel studios in Atlanta, Georgia. It’s time for Capitol Club Radio brought to you by Flock Specialty Finance, please welcome your host Chairman and CEO, Michael Flock.
Michael Flock: [00:00:14] Welcome to Capitol Club Radio. We are delighted today to interview and talk with one of the celebrities in the, the Atlanta journalism circles David Rubinger, who is currently the publisher of the Atlanta business Chronicle, I think it’s probably the leading commercial journal in Atlanta.
And one of the most successful in the United States. David worked here, interestingly, as editor in the 1990s. Prior to becoming publisher, David had founded his own PR firm. He ran corporate communications for Equifax and headed the corporate media relations for Ketchum a global public relations agency, but when David was running his own PR firm and that is when I met David he focused on RMA, the receivables management association of America, and that was in the credit and collections industry.
He currently serves on the boards of the Metro Atlanta chamber. The Atlanta convention and visitor’s bureau and Emory university’s center for ethics. So, we’re thrilled to have David here today.
David Rubinger: [00:01:19] Oh, thanks, Michael. Good to see you again after all these years.
Michael Flock: [00:01:22] Yeah. It’s been a decade and I think gosh, time flies. I think we were playing golf at the Atlanta country club, and it was part of a conference, and I just remember David though. I think you were a little stingy with the mulligans.
David Rubinger: [00:01:36] I think it was true.
Michael Flock: [00:01:38] So I think we need to have another round. I think we both have probably improved since then.
David Rubinger: [00:01:42] The pandemic did a lot for everyone’s golf game a little bit.
Michael Flock: [00:01:44] Yeah. So anyway, one of the objectives on our podcast is to try to connect the dots of our guests to see the intersection between the personal and professional journeys that we’re on and what were some of the lessons learned and some of the maybe challenges that we met along the way. So, David let’s start at the beginning. If you were to write it autobiography, how would you start it?
David Rubinger: [00:02:09] Well, the autobiography would, would talk about family. It would talk about the ability to connect with not only people in the business community, but people in like broader communities and how it was those relationships and being surrounded by really smart, interesting people help move me along in my career.
And it, yeah, when I knew that I was going to get a question about my autobiography, you know, you tend to think back on what happened in your life. And it has been a lot of interesting twists and turns in my life that have led me to where I am today. And I am, really happy with how the journey has gone so far.
Michael Flock: [00:02:50] So as a kid though, I mean, what were your passions? I mean, well you were not really into public relations.
David Rubinger: [00:02:56] I was not into public relations. Public relations were an outgrowth of journalism for me. So, so little background is I grew up in yeah, Manhattan. My parents were you know, voracious readers of the New York times.
So, every morning the New York times would come to the door, and you know, as a kid, I would grab it and go and go immediately to the sports pages and flip through it. And then the weekends, I was always excited to get the New York daily news to read the comics and all those things, but there was something about reading the newspaper that gave me the sense of understanding what was going on in the world. I was also a kid who grew up during the age of Watergate. So, for me, I was about, see eight, nine years old at the time watching what was going on in our government and how the media interacted with the political system for me, even at a young age, that sort of fascinated me because that is where I was getting all my information from whether it was from television or from reading a newspaper. And that sort of was my first experience and understanding the role of the media. In our greater society in terms of business and politics and sports and the role that media played.
And that has been sort of the string that’s been a constant all the way through is the role that media plays in helping us understand what’s going on in the world. And today, of course, it has gotten so much more complicated.
Michael Flock: [00:04:12] Right. And do you feel it has gotten a little more political since those days?
David Rubinger: [00:04:15] I think it is just as political as it was back then. I think what is different is the delivery mechanisms have gotten to be so much more complicated. Back then you had three networks, right? You had certain newspapers; it was a very static sort of way of getting your information. You chose the information you wanted.
You were a Cronkite guy, a Chancellor guy, a Brinkley guy. You had your place that you went now because of the internet and the ability to. Podcasts and blogs and all these other ways of delivering information. There are so many divergent channels, and ways of getting information and opinions that it has really blown things out, but I think that has always been part of American society.
I mean, you go back to the 18th century. Okay. In the 1700’s, you had your town criers in the park and there would be a town crier on every corner, yelling out their political opinion. Right then the blogging that we have going on today. Okay. So, it is just a question of how we’re delivering the information.
Human beings have not changed much. We just have all found new ways to sort of get our messages out and the megaphones have changed a lot. So, the media and the delivery mechanism. Yeah. But that was the start. It was, you know, being born and raised in New York city was also a really fertile playground for a young kid to, to grow and get different interests. And I was always fascinated by people and meeting people, and it was it was this, it was just a fun, it was a fun way to sort of, to, to lead to my craft.
Michael Flock: [00:05:53] Growing up then, did you have any dreams of running a newspaper or did you, did you edit your college yearbook?
David Rubinger: [00:05:59] Oh no, I wanted to be Tom Seaver. I wanted to be a starting pitcher for the New York Mets. That was my dream as a guy. Then once I took up tennis, I thought I could parallel john McEnroe, because he went to my high school. So, I thought, I could be like John McEnroe. And I realized I could not do that, so I moved on. The bug for journalism really came in high school. I was an editor of, of my high school paper. And then in college I was the editor of the college paper. But to me, journalism and writing and working at the newspaper was a way for me to improve my communication and writing skills in class.
I was an okay writer. I was not a great writer, but I had an English professor to say, you know, you really should go to the newspaper because the newspaper you are going to have to learn to write in succinct fashion to get your point across. I think that will help you in your writing, your thesis, and your term papers.
And it really came to my ability to communicate writing in what they call the inverted pyramid form of writing the most important facts down to the bottom. Right. So, yeah, I was the editor of the college. I interned in Hartford, Connecticut at Trinity. I then worked at the Hartford current, which was the daily newspaper and Hartford for two years while I was in college and got to learn a newsroom and that got the bug.
And I thought I was going to be a political writer because that is what I was, my interests were primarily politics, but I also knew that I wanted to move back to New York city. So, getting a job covering New York politics is not what you get when you come out of college. What was an opportunity for me in the late eighties?
Was to be a business writer. So, I was able to start off my career in New York as a business writer and editor for McGraw hill, which back then was the grand Poohbah of business journalism with all the trade publications they had and Standard and Poor’s. So that is where I got my start covering the markets for McGraw hill.
And it was a great way for me to learn the business. And I would say that for the last. 30 some odd years that I have been in business. It has been a constant MBA. I have never gotten an MBA because all I’m doing is talking to people like you who have taught me things. They have taught me things about business and about leadership and about finance and about marketing.
So, I have always felt like I’m constantly getting an education from all the interesting people I get to run across.
Michael Flock: [00:08:23] Well, you know, you mentioned earlier that you got into networking, developing relationships, and what is interesting then is you kind of transitioned into. To media and writing, editing, which is another kind of channel to developing that network. So, do you find that still the case now that you are a publisher?
David Rubinger: [00:08:43] I don’t edit and write as much as I used to write hope to get back to it. At some point, matter of fact, I’ve been working on some ideas that I’d like to have part of the publication. I’m now running the business and by running the business, that means.
Editorial reports to me, advertising reports to me, our events program reports into us, our circulation, anything having to do with the businesses is my responsibility, essentially, but part of a big company Atlanta business Chronicle is one of 44 business journals owned by American City Business Journals headquartered in Charlotte, North Carolina. They in turn are owned by Advanced Publishing, which is the Newhouse family. So, we are part of a media organization. Atlanta is the largest business journal in the company. And so, a lot of eyeballs are looking at Atlanta from our company to see how we do.
Michael Flock: [00:09:35] Okay. You set the tone, you set the pace, the vision.
David Rubinger: [00:09:39] And we try to, I mean there are a lot of really talented p publishers and editors and executives in this company who help us figure out what is the next great thing for us to do. But this business model is really interesting.
Because I feel like it’s a laboratory, it’s a nonstop laboratory. We’re always expanding about what you as a reader want, from what we produce. And it changes every day, and we monitor it every day to make sure we understand what is the type of content that our reader is looking for so that they can grow their business or themselves personally. And it’s fascinating that over the 30 years that I’ve been around Atlanta business Chronicle in different ways, shapes and forms, our mission has not changed.
Michael Flock: [00:10:28] And what does that mission?
David Rubinger: [00:10:29] The mission is to help a business, or a businessperson grow. That’s what it’s all about. It’s all about what kind of information can we give you Michael Flock? To help Flock be a better company. It might be, be a real estate story. It might be a healthcare story. It might be a technology story, but if it has got information in there that you feel you can take away from it, that’s going to help me do my job better than we’ve achieved our goal.
Michael Flock: [00:10:55] Okay. And don’t you have two sets of customers. One is the consumer, the reader, right? Then also the, the PR executives of the firms also that you are trying to help promote. Is that right or not?
David Rubinger: [00:11:10] Not, not really. I cater to my reader first and foremost, because the reader is my ultimate consumer. My advertiser wants to be a part of our medium because we attract those readers. So, it’s very important. I hesitate to use the term church and state, but you got to keep those two things divided to maintain the integrity of the product. So that advertisers feel like they are attracted to the Chronicle because we have a vast base of readers who are looking for independent information. So, the biggest issue in the media and it happened all over the country. Is that oftentimes the media is paid play and use your words. In order for you to get into the publication as a subject of an article, you have you have to buy advertising, right?
We don’t work that way because our readers too sophisticated and they know they can tell when something is simply at pay to play exercise. We have sponsored content. You can buy something and put content in, but if it’s a story written by one of our writers or editors, it is an independent piece is not influenced by our advertisers because that’s what good journalism is.
Michael Flock: [00:12:32] Let’s jump now to the Receivables Management Association w here you were the kind of head of media communications, and many of our listeners to the Flock podcast are from that industry.
David Rubinger: [00:12:43] So I left Equifax in 2008 and from 2008 to 2015, I had my own firm. And one of my first clients what was then known as DBA international. Now it’s RMA international and I was brought in to help position the industry with business media around the various issues, to tell all the positive stories about what was going on in the debt buying industry.
I also tried to explain that there were good actors and bad actors in any industry. And oftentimes the media would focus on the bad actors. It was my job to bring them back to the important, the important role that debt buyers and debt collectors play in our credit system. And luckily coming out of Equifax, I had the knowledge base of understanding how our credit economy worked.
Because most PR professionals did not have that base. So, I was able to help articulate that pretty well with the Wall Street Journal and Bloomberg and other major outlets to help tell the story. They did not always buy the story, but at least I felt like I was a credible voice in helping explain it.
Michael Flock: [00:13:56] Yeah sometimes it’s difficult because that industry, I think has a mixed reputation to put it nicely. How did you as head of media communications position the receivables management industry to the broader media because it’s not easy. It has a stigma. I don’t think it’s always fair. But in the media world that you were working in, how did you position it, how did you brand it? How did you provide kind of the thought leadership behind the media communications that you were managing?
David Rubinger: [00:14:27] Well frankly, I listened very carefully to you and other people who are on the board of DBA international at the time I listened to people like Barb Sinsley and Bob Belair, Richmond Row and Stacy Schachter and all these people who lived in this industry. And I paid close attention to how they explained the value proposition, not just to a business, but to the consumer about why it was important to have bad debt to be bought and then resold because it put money back into the economy so that banks could keep on lending. Otherwise, if banks have to write it off, they are going to increase the cost of credit. And it becomes more expensive for the consumer in the long run. Sure. That’s a hard story to tell because it seems very removed. I think for most of us, we just think that collectors are bad actors, but at the end of the day, if those debts are not somehow dealt with the bank, can’t make the loans they made before and they ended up lending less.
So it was, it was always an uphill battle. We were never going to win the war. I think we just had a win little battles one by one. The key was to take the personality out of it and really try to explain the structure because once you got into the personality piece, it was quite easy to bring in who the bad actors were.
There are a lot of people who thrive on the emotion of the negativity around debt collecting. The key was to say, this is part of the process. It’s part of our economic system, It’s not illegal. It’s a strictly what needs to be done so we keep our credit economy going.
And today we are looking at a credit economy that’s as healthy as it’s been in my lifetime. And you know, there seems like all that credit education that’s gone on over the last 20 years is finally starting to take root and people are starting to pay their bills on time. So, I think we’re in a better place than we were back in 2008.
Michael Flock: [00:16:31] Yeah, I agree with you. And you know we say that collections people aren’t really doing God’s work. And in the past, I think that many of the Cowboys in the industry were the ones that drove the headlines and then the CFPB was created. And I think that kind of changed things and made it more stable, more ethical.
David Rubinger: [00:16:49] And I mean, at the time kind of CFPB by your industry and by my prior employer, Equifax, no one was overly excited about having a, having to be regulated, right? No one in enterprise wants to be regulated. But sometimes a little regulation goes a long way, as long as it’s properly monitored and CFPB despite some of the, some of the sword battles that went on within the industry probably helped stabilize things a little bit. I am sure there could be arguments made on both sides of that, but it definitely helped stabilize the ship quite a bit and listen to the U S credit economy is a fascinating story in and of itself.
The fact that we can have this ability for consumers to be able to access credit on a credit card and be able to live the lifestyles they want within reason has been an interesting part of our overall economic system. I don’t think there is enough credit given to how, how successful it’s been at making America what it is today.
Michael Flock: [00:17:42] Definitely. So, David, you’ve kind of moved back and forth between corporate entrepreneur because you had your own PR firm. But you were working with corporations, obviously Equifax and then Ketchum. So, what are some of the lessons learned and how was that transition that you may cause it was, you know, entrepreneurial, corporate entrepreneur, what lessons learned were there and were they the same?
David Rubinger: [00:18:07] Right. Lessons learned. So first of all, the first step was leaving journalism to go into public relations. Okay. That was a big step in my life because when you are a journalist, you maintain this degree of independence. When you moved to public relations, you are now being paid by corporations to help represent their interests, a very different mindset.
So, I had to wrap my head around that first, and that was a pretty comfortable transition for me. Because I felt like it was again, as I said earlier, I love my continuing education process. I felt like I had learned as much as I could learn as a journalist. And now is going to learn as a practitioner of PR consulting.
It was my next step in the journey. The movement to Equifax was, was born out of the fact that working at Ketchum, I was becoming sort of a minor league expert in the world of the credit economy. So now I could grow more by having an expertise, understanding how a credit report is built, understanding how disputes are done.
Understanding how money is lent and what shows up on a credit report. Not many people know that. So, I felt like, again, it was part of my education process. Then I went on my own, which was exciting. So, I had never run my own business before. And that was just an exciting time of my life. My kids were young.
My wife Hedy is a successful partner, major law firm here in town. It was an opportunity for me to be home more with my kids and grow a business, which was so exciting. I just loved it. And I thought that’s what I was going to do for the rest of my career. I really didn’t see moving on from that. But in 2015 I reconnected with the Atlanta business Chronicle when my predecessor Ed Baker retired, and they were looking for a publisher.
And I didn’t know if I wanted to get into back into the media business. It did change so radically. I mean when I was there originally, it was a newspaper, now it’s multimedia. The role of the publisher has changed. So, I’m not really sure I wanted to come back, but I looked in the mirror, looked deep down in my own heart and realized that the Business Chronicle was such a big part of who I was when I moved to Atlanta that coming back to it really felt natural.
And it has been a great five years. It’s really been fascinating. Again, part of the education continues. It just keeps on going. It hasn’t stopped. And you know, I’m excited every day that I go to work there.
Michael Flock: [00:20:33] You know, a lot of our audience have been in receivables management. Some of them of course are entrepreneurs and their lives, their journey through their careers is never a straight line. There’s always bumps along the road. Can you share with us some of your adverse experiences and how you dealt with them?
David Rubinger: [00:20:52] Sure. Some of the adverse experience that sticks with me the most is more about a life and death thing than anything else. Back in 1992 a reporter who I worked with at the business Chronicle passed away in a car accident.
And I was at that point 26, 27 years old, and I’ve felt so on top of the world, her death, and the impact it had on me and everybody else at the Business Chronicle at the time was so powerful. That it really changed my outlook on you know, the seize the day mentality. You know, its life is too precious.
You really need to stay focused on what is most important in your life and keep driving in that direction and don’t take any of it for granted. So that, that to me was definitely a carpe diem moment for me. And that one has stuck with me throughout my life.
In terms of other challenges, you know, learning to control what you can control. When I was working at Equifax, I had to deal with some awful crises for the company and knowing that maintaining my own emotional equilibrium understanding that I can only control as much as I can. I can’t the way everyone looks at this company but stay focused on short-term objectives on quick wins.
Those are the kinds of things. Other, other bumps along the road. There haven’t been too many bumps. I think maintaining the work-life balance with having four growing children at home and being a good husband while trying to also be a successful businessperson has always been paramount.
Because I’ve seen too many friends have struggles in their personal relationships. I’ve got to put that piece first, always, because no matter what happens in my career, they are always going to be with me to the end of the day. That’s always been the most critical piece is to make sure that I keep that part as smooth as possible all the way through,
Michael Flock: [00:22:52] You know, as we get to know people, I think one indication of who they are what their passions are, is revealed in the books that they like to read. What is one of your favorite books you’ve read in the last few years?
David Rubinger: [00:23:05] Oh in the last few years? I was going to say what was on my nightstand right now. So, there’s a book of my nightstand right now that I just got it’s called a course called America by Tom Coin. And it’s a series of vignettes. About golf courses all over the United States.
I know we are both golfers. We both enjoy golf. And to me, it’s my great escape. It’s a way for me to sort of relax and read interesting stories about, about interesting places. So, it’s less about the golf, more about the communities where the golf courses are, and it’s really been a fun read.
And what I like about it is, I read all day so when I get in bed at night, I only like reading short little snippets. I don’t get caught up in an entire book at night. So that’s been a fun one. I usually am a non-fiction person again, it goes back to, since I was a kid, the type of reading I always liked to do was biographies of interesting and famous people so if I’m reading a book about Abraham Lincoln or Teddy Roosevelt, or I remember as a kid reading a book about WC handy, the trumpet player, you know this little, these are books that I always enjoyed reading.
Because I always got to put myself in the shoes of other famous people. I think that was one of the things that glommed me onto journalism, because I just loved reading these stories about how other people tick.
Michael Flock: [00:24:31] Well, we started our conversation this morning with how you would start your autobiography. How would you write your obituary?
David Rubinger: [00:24:40] Oh my gosh, how depressing? I say it’s really funny. Cause I find that the people who get to write the obituaries for the New York Times have some of the most fascinating jobs in the journalism business to be candid. So, I hope the obituary would talk about this path and how journalism played such an interesting path, the new Yorker in me now, the southerner in me but really the fact that Hedy and I have been able to raise four amazing kids who are all doing great in life. To me is just, feels really good because that’s the stuff you can’t ever predict.
Right. You hope it’s going to work out, but you can’t ever predict that piece. So yeah. New Yorker turned Southern. Journalists turned entrepreneur turned publisher, dad, husband, a lover of Atlanta. Atlanta is a great city.
Michael Flock: [00:25:30] It’s interesting for someone who grew up in Manhattan, right?
Well, I still love Manhattan. It’s a great city and I love going back to visit. My mom still lives there, and I got a son who lives there now. But I’ve really, I’ve really adopted Atlanta in a special way. It’s got a certain quality to it. I’ve gotten to see, and you’re in the same boat as I am. I mean, since we moved here to see how much Atlanta has evolved as a city especially since the Olympics, how diverse it’s become, how progressive it’s become, how it has really glommed onto its roots as civil rights cornerstone for America. How much we still have to learn this education process. It’s not just about business, right? I think we’re all having to learn a lot about our own personal education, about dealing with issues of equity and race. The business Chronicle has changed tremendously in the last year in addressing the issues of equity and race.
And I’m so proud of what the newsroom and what we’ve all done to try to take care of those things. Because 30 years ago, you would rarely see women or minorities in the Business Chronicle, right? We were a white man’s publication. There’s no question about it. And now there’s been this intentional look at making sure we are really representing the entire business community.
Not simply the ones of the majority that live in Buckhead in 30327, we’ve really tried to get ourselves diversified there. And it does that make the most amount of business sense? Maybe not short term, but long-term, it does because that’s how our city is evolving. So, I’ve really had fun watching the patchwork of Atlanta evolve over time. And it’s really been fun. It’s been really fun to be a part of that.
So finally, David what’s next for you. What are the next steps for David Rubinger?
David Rubinger: [00:27:12] Right now? Next step is making it through this year. I want to make sure that we finish strong. My job is to keep my team focused on creating the best content, delivering on our numbers for our company.
I think because we repositioned ourselves in such an interesting way. I think the Business Chronicle has an opportunity for a lot of really cool growth in the next 24 months.
So, I’m looking at that horizon right now is really the next two years to see where the Chronicle can go.
For me personally we’re adapting to being empty nesters. My daughter is a lawyer, my sons in advertising in New York and I’ve got twins in college. My wife and I get to know each other again, as empty nesters, looking forward to this next stage of life, we both have thriving careers.
So, I don’t think he was looking to hang it up anytime soon. And having the Chronicle as, as my base to do all these things is, is I think the best job in journalism I don’t think you can find a better place to be in terms of being able to be a part of a community. Contribute in your own way and still have a fun career.
Michael Flock: [00:28:14] Wonderful David. Well, thank you for sharing this very thoughtful journey that you’ve been on in the world of journalism, both how it is today and what I think you think it will become tomorrow, which I think you’re going to have a big impact on here in Atlanta. So, we really appreciate you participating with us today.
David Rubinger: [00:28:30] And congratulations to you. I mean, it’s really been fun to see Flock do as well as it has and how you’ve thrived through all this craziness that’s gone on in the marketplace. You really have a special place in the accounts receivables management business that is incredibly unique, and you’ve really done a great job building your own brand, even just doing a podcast for God’s sake it’s not the kind of thing that’s the norm. You’re willing to always take it in a different direction and that’s what I told people when I had my firm, that’s what you need to do. You need to find ways to help differentiate yourself so that people remember you remember what you stand for and that’s great for you and for your company. So, congratulations.
Michael Flock: [00:29:11] I mean, I’m a believer in branding and marketing as a differentiator. So anyway, David. Thanks again for being with us on the Capitol Club Radio today. I think the lessons learned that you shared with us along your wonderful journey and journalism have been outstanding and fascinating. And so, we look forward to David’s next show with us. I think we’ll have some more tales of his success and challenges in the world of journalism here in Atlanta.
David Rubinger: [00:29:36] Great and read Atlanta Business Chronicle while you’re at it.
Michael Flock: [00:29:38] All right. Thanks, David.
Closing: [00:30:03] Thank you for joining Michael Flock and his guest on Capital Club Radio. For more information on future interviews, please visit us at FlockFinance.com. This program is brought to you by Flock Specialty Finance, where clients are provided knowledge and insights to grow their business in complex and risky markets. Flock is more than a transaction.